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2019年中國高等院校市場學研究會學術年會優秀論文評選

  時間:2019-08-21


2019年中國高等院校市場學研究會學術年會暨博士生論壇”于2019726-28日在長沙普瑞酒店舉行,會議主題是“新市場·新技術·新營銷”,來自230所大學的近700位國內外市場營銷學者圍繞主題共同探討大數據、云計算、人工智能(AI)等新技術給市場與營銷帶來的機會與挑戰。

本次學術年會共收到171篇投稿論文,涉及營銷戰略與組織營銷、消費者行為研究、營銷模型、品牌研究、服務營銷、移動營銷、綠色消費與綠色營銷、其他等9個主題。經匿名評審專家和論文評審委員會的嚴格評審,選出1篇最佳論文,5篇優秀論文,100篇宣講論文,50篇張貼論文。

728日舉行的優秀論文頒獎典禮上,由副會長南開大學商學院李東進教授主持,常務副會長兼學術委員會主任、武漢大學汪濤教授公布獲獎名單,會長、北京大學符國群教授為最佳論文作者頒獎,學會顧問劉文廣教授、鐘育贛教授、蘭苓教授、張庚淼教授為優秀論文作者頒獎。




一、最佳論文(1篇)

1、Title: Antecedents and Consequences of IT-Enabled Interaction: The Moderating Role of Interpersonal Tie. Chao FENG (Xi’an Jiaotong University,City University of Hong Kong),Xu ZHENG (Xi’an Jiaotong University),Guijun ZHUANG(City University of Hong Kong).

      Abstract:

      Integrating the literature on information technology (IT)-enabled interactions and interpersonal ties, this study addresses two research questions: (1) what is the extent to which IT-enabled formal and informal interaction derive from key antecedents discriminately within the context of collaborative supplier-buyer relationship (2) Does the linkage between IT-enabled interaction and firm performance depend on the personal ties between boundary-spanning personnel? Accordingly, we draw on the resource-based theory to develop hypotheses that propose IT advancement (function as “we can”) and long-term orientation (function as “we will”) as key antecedents to IT-enabled interaction discriminately, as well as a direct but contingent relationship between IT-enabled interaction and firm performance. Based on the data collected from manufacturers, a model is devised and tested that examines these relationships through conditional mixed-process regression procedure. Findings confirm the validity of the model and afford various insights on the roles of IT advancement, long-term orientation and interpersonal ties between boundary-spanners in the proposed relationships. Lastly, implications are offered on the antecedents and consequences of IT-enabled interaction.


符國群會長與最佳論文作者豐超博士合影

二、優秀論文(5篇)

1、 Title:When good look backfires: The effect of visual attractiveness on the perceived naturalness of agricultural products and consumers’ purchase intention. Zhi Yang (Hunan University), Yueyan Wu (Hunan University), Luluo Peng (Hunan University), Nan Zhou (Shenzhen University).

      Abstract:

      Past research suggests that consumers prefer visually attractive foods; in practice, a lot of edible but visually unattractive foods are discarded by retailers, creating huge resource waste. However, across four experiments that used different product categories (i.e., apples, potatoes and carrots), we found that visually attractive foods were actually less preferred by consumers because they were perceived as being less natural. To provide further evidence of the underlying processes, we manipulated the point of purchase and naturalness labels, showing that when perceived naturalness is guaranteed by either the location or naturalness label, the above effect disappears. Moreover, the disadvantage of attractive foods hinges on two conditions. First, unattractive foods should not be perceived as being abnormal. Second, for consumers with high food expertise, the drawback of attractiveness is mitigated. Our work will help with research in food’s visual appearance, retailing practices, and policy making related to environmental protection.


2、 Title: 善因營銷中分割捐贈對消費者態度的影響 :品牌熟悉度的調節作用。 涂榮庭(深圳大學),湯昕斕(深圳大學),馮文婷(深圳大學),葛景瑤(深圳大學)。

      Abstract:

    以往善因營銷(Cause-Related Marketing)領域的相關研究與企業實踐都表明,企業的善因營銷活動通常是以企業為捐贈行為主體,每當消費者進行了一定的消費,企業便從其利潤中抽取一部分出來投入慈善捐贈。本文從消費者作為捐贈行為主體的角度出發,提出“分割捐贈”的捐贈形式,即企業為消費者提供一個公益渠道或平臺,消費者除了需要支付特定商品本身的價格,還需額外支付一定的捐贈金額以購買該產品來支持企業的善因營銷活動。并進一步探討了消費者在兩種不同的捐贈形式下的感知參與度、心理抗拒程度與購買意向,以及品牌熟悉度在這一影響機制之中產生的調節作用。


3、Title: How Brand Concepts Represented as Human Values Promote Evaluation:The Triggering Role of Incidental Emotions.Yi Wu(Tsinghua University), Yuanyuan Cai(Shanghai Univeristy), Jiaxun He(East China Normal University).

     Abstract:

     Purpose– The purpose of this paper is to examine how incidental emotions interact with brand concepts that are represented as human values to influence consumers’ attitude toward brands. It also explores the effect of construal level on such interactional effect.

     Design/methodology/approach– Three incidental emotion × brand concepts between-subject experiments were performed on consumers. The first two experiments used real brands as stimuli, while the third one featured a fictitious brand.

     Findings– Results revealed that the motivational congruency between incidental emotions and brand concepts leads to favorable consumer responses toward the targeted brand by inducing an experience of fluency. However, such effect only emerges among consumers with a high construal-level.

     Originality/value– This paper provides a new insight about the effect of brand concept represented as human values by identifying the role of situational factors (incidental emotions) and personal factors (chronic construal level), which are also easily administered and applied in everyday marketing contexts.


4、 Title: 聊信息, 還是談感情?---消費者分享產品的內在機制研究。 李婷(武漢大學),黃敏學(武漢大學)。

      Abstract:

   口碑對消費者決策有著巨大的影響,消費者與不同的人交談(例如,朋友和熟人)會影響其口碑的分享,以往研究主要關注消費者與朋友或陌生人分享時,口碑的效價如何變化,較少人關注關系強度如何影響消費者分享的內容。此外,以往研究較少涉及網上的虛擬關系,幾乎沒有人研究從虛擬關系到實體關系的模式轉變如何影響消費者分享。因此,本文主要研究品牌社區從線上往線下發展的過程中,關系的改變如何影響消費者分享的內容。通過微博的二手數據分析發現:對于實用品而言,消費者更愿意向陌生人分享信息型內容,向熟人分享情感型內容;對于享樂品而言,消費者更愿意向陌生人分享情感型內容,但向熟人分享時沒有明顯偏好。實驗結果發現:品牌社區從線上往線下發展的情境中,對于實用品而言,消費者更愿意向熟人分享信息型內容、向朋友分享情感型內容;對于享樂品而言,消費者更愿意向朋友分享信息型內容,但向熟人分享時沒有明顯偏好。


5、Title: 亦惜玉衣亦惜時?—多功能產品呈現對消費者耐心的影響研究。 潘晶晶(中南財經政法大學),費顯政(中南財經政法大學),游艷芬(新墨西哥州立大學)

     Abstract:

   多功能產品在生活中普遍存在。作為一種環境線索,多功能產品的呈現會如何影響消費者后續的決策?本文首先通過預實驗證實多功能產品的展示會激活消費者追求效率的目標(研究1);緊接著,通過四個實驗揭示了多功能產品呈現對消費者耐心的影響,即多功能產品呈現會降低消費者的耐心。具體而言,多功能產品的呈現會引發消費者在后續不相關決策中的不耐心行為(實驗2a、2b、2c);并且效率目標在其中發揮了中介作用,即多功能產品是通過激活效率的目標從而降低消費者的耐心(實驗3)。本文豐富了多功能產品和耐心的相關研究,并為企業提供了實踐指導意義。


顧問:劉文廣教授、鐘育贛教授、蘭苓教授、張庚淼教授與優秀論文作者合影



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